Over-the-top Commercialisation
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Last Updated: Friday, December 17, 2010, 13:06
  
Commercialisation has had a deep rooted impact on the Indian economy- a matter of great importance for a developing country. But its ill effects do more harm than good. It feels great to be a citizen of a nation which is going great guns in terms of consumerism, but there is more than what meets the eye- the shortcomings.

It is not only a human who is going the robot way, even nature is in sync with him. Urban India is succumbing to the ever-growing strategies implemented by the marketing agents of MNCs, political parties and the entertainment world to promote their products, services, campaigns so on and so forth. And surprisingly, human eye is gradually adapting to the astounding publicity which is ever inviting.

Buildings, buses, auto rickshaws, local trains, lamp posts, trees and every possible place which is a victim of the public gaze is used as a display dais. Ridiculously more so, even the seats and handles of buses auto rickshaws and local trains are pr
one to ads. Advertising has gripped humans so much so that even humans themselves have become a medium. This is quite evident from the fact that enormously paid sportsmen also carry dozens of logos on their uniforms.

The standards and principled regulations that administer the size, type, position and content of bill boards are never abided by. Trees are being razed and billboard and hoarding stands are built to facilitate good publicity. A series of ad campaigns find their place in a way that no one escapes the content. The ads are forced into the human brains and they linger like leeches on them.

Hail the marketing geniuses who deploy such methods where explicit visual and their captions sink in the human mind. These gimmicks are forced to be viewed by people who might be potential buyers of the products or services. In spite of having Media- Print, TV, Internet and Radio at their service, the nook and corner of the cities are being taken for granted.

The panoramic view of the city, its vast horizon, its aerial space, the architectural touches and the fabled architecture of the buildings in the city are overcast by the huge billboards and hoardings, cutting off people from nature. The billboards also pose safety risks as they are dangerously hung on rooftops or building frontages which are not compatible. They also contribute to accidents by distracting drivers at congested crossroads.

Ironically, in a nation like ours, where demand surpasses supply and advertisements largely remain unneeded, cities seem to be getting flooded with them nowadays. Lack of policies, establishment of newer markets, globalization, consumerism and the hunger for nippy and effortless money have all provoked public organizations as well as private properties to make the most of their main road side sites, by mounting gigantic billboards. It is estimated that the Municipality of the metropolitan cities make about a whopping hundred crore from hoardings and billboards every year.

The point of concern is that these publicity methods are doing no good to the commoner. In a country like India where millions are struggling for their fundamental needs such extravagant spending on advertisements makes no sense. The morality of such advertisements is questionable as they support profit-making values in a resource- famished nation.

Resources such as paper, fabric, wood, paint and power are all being abused literally. The neon signs, glow signs, fluorescent tubes lighting up the humongous billboards consume energy which can light up hundreds of villages instead.

The fate of the hoi polloi of our nation precariously dangles to and fro reaping nothing out of this publicity. The constitution of our country assures its citizens of justice and equality. But these are only on papers.





First Published: Friday, December 17, 2010, 13:06


(The views expressed by the author are personal)
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